Google Ads vs. Meta Ads for Healthcare Clinics
Google Ads vs. Meta Ads for Healthcare Clinics: Which One Actually Works?
If your clinic’s marketing plan still involves hoping someone strolls past your sandwich board, it’s time for an upgrade. In 2025, it’s all about digital ads—and two giants dominate the space: Google Ads and Meta Ads (yep, that’s Facebook and Instagram for the rest of us). Both platforms can get patients through your doors, but which one’s worth your budget?
Let’s unpack this showdown.
🥊 Google Ads vs. Meta Ads: The Showdown
| Feature | Google Ads | Meta Ads (Facebook/Instagram) |
|---|---|---|
| User Intent | High: People are searching for a solution | Low: You're interrupting their scroll |
| Ad Format | Text-heavy, focused | Visual, story-driven |
| Best For | Urgent needs (e.g. GP, physio, dentist) | Brand awareness, lifestyle health (e.g. med spas, wellness clinics) |
| Targeting | Keyword & location-based | Demographics, interests, behaviours |
| Cost per Click (CPC) | Usually higher | Usually lower |
| Regulation Sensitivity | Moderate | High (Meta is stricter with health claims) |
🎯 Google Ads: The “I-Need-a-Doctor-Now” Magnet
Google Ads is where people go when they’re ready to act. Think: “dermatologist near me” or “bulk billing GP in Melbourne.” These are high-intent searches, and if your clinic shows up, you're golden.
Why clinics love Google Ads:
- Immediate leads: You’re catching people actively looking for help.
- Location targeting: Ideal for walk-in or local appointment-based clinics.
- Extensions = conversions: Phone call, map, and booking links boost actions.
🔥 Hot Tip: Niche down your keywords. “Chiro for back pain Brisbane” = less competition, better ROI.
📱 Meta Ads: The Trust Builder
Meta Ads are better for brand awareness and long-game nurturing. No one scrolls Instagram looking for a podiatrist—but that doesn’t mean you can’t catch their eye with a cracking testimonial or a before/after smile from a dental patient.
Why Meta Ads work for clinics:
- Visual storytelling: Great for aesthetics, allied health, wellness brands.
- Audience targeting: Reach women aged 35–54 in your suburb who love yoga and green smoothies? Done.
- Retargeting power: Bring back curious clickers with follow-up ads.
🧠 So, Which Should You Use?
Use Google Ads if:
- You need bums on seats fast.
- You offer essential or urgent services.
- You’ve got a limited budget and need clear ROI.
Use Meta Ads if:
- You want to build long-term brand trust.
- Your services are elective or lifestyle-based.
- You have strong visuals and success stories to share.
Or better yet—use both. Funnel Meta traffic into a retargeted Google campaign, or vice versa. When done right, they’re a dream team.
Need help figuring it all out without wasting ad dollars? That’s what we do. Book a strategy session with Polar, and let’s make your clinic unmissable.